Hashtags are out, SEO is in!

Still Clinging to Hashtags for Reach? Here’s Why It’s Time to Shift Gears.

It wasn’t long ago that hashtags were the go-to strategy for boosting social media reach. Slap on a few trending tags, and your post might just catch fire—or so we thought.

But the game has changed.

If you’re still relying on a string of hashtags to get your content seen, it’s time to rethink your strategy. Social media platforms have quietly shifted their focus, and SEO (Search Engine Optimisation) has emerged as the new hero behind discoverability. Let’s break down what’s changed—and where your energy is better spent.

Hashtags Are No Longer the Star of the Show

Instagram’s CEO, Adam Mosseri, has made it clear: hashtags are not a guaranteed route to reach or visibility. While they can help categorise content and support niche discovery, they’re not the powerful growth tool they once were.

That’s because platforms like Instagram, LinkedIn, and Facebook are now leaning heavily into SEO—serving users content based on what they search for, engage with, and spend time on. So if your posts aren’t being optimised for search? You’re likely missing out on organic reach.

Why Social SEO Now Matters More Than Ever

Social SEO is all about making your content easier to find when people search for topics or terms related to your business. Unlike hashtags, which group content into categories, keywords get your content found.

And now, social media platforms are starting to behave more like traditional search engines—especially when it comes to content discovery. Here’s what that looks like:

🔍 Instagram: Keywords Over Hashtags

Instagram search is evolving. The algorithm now picks up on keywords in:

• Your captions

• Your bio

• Alt text for images

• Location tags

Rather than hoping a post gets discovered through hashtags, you’re better off writing keyword-rich copy that clearly communicates what your post is about. Use natural language and think about what your ideal audience might be searching for.

💼 LinkedIn: AI-Powered Discovery

LinkedIn’s latest updates use AI to understand context, so hashtags are becoming less relevant here too. Instead of adding a dozen tags at the end of a post, focus on writing clear, informative copy.

Think:

• Who do you want to reach?

• What are they interested in or struggling with?

• How can your content show up when they search?

Write to answer those questions, and you’ll improve your chances of being discovered.

📘 Facebook: Still Hashtag-Friendly—But Don’t Rely on Them

Facebook still supports hashtags for categorisation, especially in niche communities or campaign tracking. But for broader reach, you’ll need to:

• Use keywords in your captions

• Optimise your About section and Page info

• Write with search intent in mind

Again, relevance and clarity matter more than the number of hashtags you use.

So, What Should You Focus On?

If you want your content to be seen, think like a search engine and speak like a human.

Here’s where to start:

✅ Use natural keywords in your captions, bios, and profile info
✅ Tag relevant locations to help surface local content
✅ Prioritise topics your audience is actively searching for
✅ Write clearly and conversationally—avoid keyword stuffing
✅ Engage authentically in comments and DMs to build visibility

Final Thoughts: Hashtags vs. Keywords

To be clear—hashtags aren’t dead. They can still play a role in community-building and content discovery. But if you're still relying on them alone to drive reach, it might be time for an upgrade.

Want support refreshing your content strategy for today’s algorithm? Drop us a message—we’d love to help you get seen for the right reasons.